>> reporter: and yet, they dive on. providing rich plot lines for the discovery channel's "bering sea gold." >> oh, my god, there's a lot of gold right here. >> reporter: that show has turned this desolate place into a suddenly hot destination. what do you say to the person watching this, i got plywood. i got an old pump. i'm going to go do it. >> by all means, but just accept that it's going to mean spending a lot of winters in nome broke. >> reporter: but when word spreads of a $20,000, $30,000 or $50,000 day, those warnings lose weight. because nothing fights the cold like gold fever. bill weir, abc news, nome, alaska. >> by the way, bill told us, if you feel like joining the adventure, they have great pizza in nome, alaska. and you can see more of his reporting tonight on "nightline." thank you so much for watching tonight. we're always there at abcnews.com. "nightline" will be here later at its new time, 12:35 a.m. eastern.